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 * Customer Experience


THE BEST AI SOLUTION FOR CX ALWAYS KEEPS HUMANS IN THE LOOP

 * ByDATAMARK Inc
 * OnApril 2, 2024
 * InCustomer Experience


THE BEST AI SOLUTION FOR CX ALWAYS KEEPS HUMANS IN THE LOOP

Written by: Fergal O’Donnell, Vice President of Technology

DOWNLOAD THE WHITE PAPER

Artificial Intelligence (AI) has been around for a very long time. Most of the
recent attention on AI has been since the release of ChatGPT at the end of 2022.
So, it has been about a year of intense activity, but this research goes back
decades. In fact, one of the most famous papers on AI, describing how a machine
can pretend to be human, goes back to Alan Turing in 1950.

However, recent developments have focused on Generative AI (Gen AI). This is the
ability of the AI to learn from a body of knowledge, like a library of
documents. Following, the ability to compose answers to questions in real-time –
to have an informed conversation. It feels like a new development, like a
disruptor that will affect many different industries.

I have been talking about how AI can be used for applied business solutions for
many years. Specifically, how Gen AI can be used in the customer experience (CX)
environment for just over a year now. Some media commentators have called it a
threat, but I see this more as an opportunity.

AI is a tool we can use to augment what we are already doing.


EMBRACING TECHNOLOGY

My approach is to embrace this new technology. What can it help us to achieve?
If we design a modern CX environment that keeps humans in the loop but augments
them with this technology, then how much more can we achieve?

The important point to stress is that the legacy experience we have of designing
a fantastic customer experience is not dead or irrelevant. Customer interactions
are not about to be entirely replaced by technology either. This is not an
“either/or” situation where the old or new has to win. The real gains are from
the integration of this new technology with existing customer experience
processes that work well, creating an enhanced overall experience.

USING AI TO ENHANCE THE CUSTOMER EXPERIENCE

This is not just a theoretical argument either. At DATAMARK, we have already
worked with many clients to use AI to augment and improve their existing
customer experience processes. This is real, and it is possible to create a
situation where you get the best out of both worlds.

A great example is a 311 non-emergency service client of ours. Local citizens
use this service to call with important but non-urgent questions, like ‘What do
I do if a fox died in my yard last night?’ Our DataSpark AI system has been
trained on all the existing solutions in the knowledge base and can immediately
help the agent with the solution or with a pointer to a document with advice.

The agent doesn’t need any additional training. They don’t need to use a new
system or interface. The AI suggestions just overlay what they are already using
and operate as prompts. The human agent can take the advice or ignore it if they
have a better idea or experience of the specific situation.

This type of addition to an existing CX process has a number of important
benefits. The agents feel more supported. They have immediate access to
everything in the knowledge base, and the AI will do all the background
searching in real-time. The agent feels that the tech has their back. It makes
life easier. They are no longer putting a caller on hold and searching an
internal database for a document they remember they last saw a couple of years
ago.

The customer or citizen also feels more supported. They get faster and more
accurate advice and fewer interactions where the agent is unsure of an answer
and needs to search the database or talk to a supervisor. This integration is
already elevating both the customer and employee experience. The AI helps the
agent to perform their job more effectively, and the customer still feels
supported by a knowledgeable person.

Some AI solutions are versatile, offering benefits across various clients’
systems as general solutions. Meanwhile, other AI solutions are tailored
specifically to individual clients, addressing their unique needs. We are
exploring all these various road maps with our own clients, and the situation is
constantly evolving. Every time I attend another CX or AI conference, I come
back to the office full of ideas for what we might try next – this is an
exciting area that is constantly developing.


BOTTOM LINE?

If you want to improve CX, then one of the most immediate and powerful steps to
take is to improve the employee experience by supporting the agents with useful
tools. AI has the power to give each agent their own personal digital assistant,
improving their own experience and CX.

Embrace innovation but keep humans in the loop.

What do you think about the opportunities that AI is creating for CX?  – follow
our LinkedIn company page to always see our articles in your newsfeed. Click
here to visit our website.

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> As we evolve and expand, our committment holds true to the principles that
> drive our success - dedication, ingenuity and an unwavering focus on our
> clients.
> 
> 
> 
> Bill Randag, President of DATAMARK, Inc.


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DATAMARK, Inc. is a leading global Contact Center and Business Process
Outsourcing (BPO) company headquartered in El Paso, Texas. We serve Fortune 500
companies, large enterprises and government agencies from delivery centers in
the U.S., Mexico and India.

DATAMARK offers a wide range of Customer Experience (CX) and BPO services,
including omnichannel, multilingual contact center services, document lifecycle
management and digital mailroom services.

SOLUTIONS

Global Contact Centers

• 311 Contact Centers
• Customer Service Outsourcing
• Interpretation Services
• IT Help Desk
• Loyalty Program Support
• Product Technical Support
• Research Services

Business Process Outsourcing (BPO)

• Business Process Reengineering
• Data Capture Solutions
• Document Process Outsourcing
• Offsite & Onsite Outsourcing

Digital Mailroom Solutions

• Imaging & Document Scanning
• Document Storage & Retrieval Outsourcing

INDUSTRIES

• Transportation & Logistics
• Banking & Finance
• Insurance
• Healthcare

ABOUT

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CONTACT

DATAMARK, Inc.
Anson Mills Building
123 W. Mills Ave. #400
El Paso, Texas 79901

USA | INDIA | MEXICO

800-477-1944 | 915-778-1944
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